Morton Salt Celebrates 100 Years of Iconic ‘Girl’ with Brand Refresh

The Morton Salt Girl made her first appearance 100 years ago to help the company showcase a new product feature: the patented spout that allows for the salt to be poured freely without clumping up in humid weather. Along with the image of the little girl with the umbrella came a new slogan, “When it rains it pours.”

Since then, the Girl has had her curly hair straightened and has struck a more playful, upturned pose in 1921, got a Shirley Temple-ish redo in 1933, gained color in 1941 and was brightened up in 1956, and looked in a new direction in 1968.

In celebration of her centennial, the brand and the Morton Salt Girl have adopted cleaner, more modern lines to reflect where the brand is going. For one, Morton’s signature bold wordmark has adopted an “R” with a “slight kick to mimic the Morton Salt Girl’s step,” according to a press release.[more]

“We constantly listen to consumers to ensure that we continue to meet their changing needs,” said Christian Herrmann, the company’s CEO, according toPackaging Digest. “Through our latest market research, we know that the Morton Salt Girl is synonymous with the brand and her timeless, classic look still resonates with consumers today. However, we also knew there was an opportunity to make the brand look and feel more modern and approachable.”

The Chicago-based brand is kicking off a year of celebrations for its famous Girl, including 100 parties in 100 cities in 100 days, a day honoring her at the Cubs’ Wrigley Field, which is also celebrating a big birthday this year, 100 days of prize giveaways on Facebook and a look-a-like Halloween costume contest on Instagram. The company has also launched a dedicated microsite to mark the celebration and allow fans to further connect with the brand.